In this webinar, co-hosted by Windsor Circle, the leading Retention Automation Platform for Retailers, and Tealium, the leader in tag-management solutions, we discussed that seasonal reality of holiday code freezes: as holiday marketing ramps up, the risks of implementing marketing tools or software that affects website code increase. The webiar reviews some key code-changes to avoid making, and marketing campaigns that increase holiday revenue without requiring risky code changes. Windsor Circle showcases 5 personalized, segmented, automated email campaigns that every retailer should set up before the holiday season gets into full gear. These are easy campaigns, require easy-to-import data, and once set-up, provide ongoing ROI through higher open rates, clicks, and conversions by triggering personalized messages to key customer segments using the automation capabilities of your email marketing software of choice. Speakers: Andrew Pearson, VP of Marketing, Windsor Circle Adam Corey, Director of Business Development, Tealium Andrew Pearson heads marketing for Windsor Circle, and brings an entrepreneurial, agile approach to both inbound and email marketing in the eCommerce space. Andrew has taught digital marketing to over 3,000 people via webinars, workshops and conference sessions. Tealium and Windsor Circle also co-hosted the Total Eclipse of the 80s CloudCrawl Party at ExactTarget Connections 2013.

1. STAYING AGILE DURING THE
HOLIDAY CODE FREEZE
Rock the Holidays using
Retail Big Data for
Retention Automation.

2. TODAY’S SPEAKERS
Adam Corey
Director, Business Development
Tealium
2
Andrew Pearson
VP of Marketing
Windsor Circle, Inc.

3. 3
ET13:
EPIC.

4. Agenda:
- Holiday Retention Automation
- Example Campaigns
- Code Freeze Impact on
Marketers
- 5 Ways TMS Keeps Marketers
Agile
- Questions
- Follow Ups
AGENDA

5. GET MORE FROM YOUR
EXISTING CUSTOMERS
Retention Automation through the Holidays

6. HOLIDAY CAMPAIGNS ARE STARTING
• Experian shows holiday emails begin in force by early October.
6

7. EMAIL WORKS

8. RETENTION MATTERS
8

9. TIMING OF HOLIDAY REVENUE
9

10. YOU GET WHAT YOUR PAY
FOR…
10
Source: Adobe Loyal Shopper’s Report April 2013

11. BUT IS IT DRIVING THE RESULTS YOU
EXPECTED?
11
Source: Adobe Loyal Shopper’s Report April 2013

12. THE MATH…
12
0
2
4
6
8
10
12
14
16
18
20
Exis ng New
ROI - Marke ng
2.5X

13. CONNECT ANY ECOMMERCE
PLATFORM TO EXACTTARGET
13
And more!

14. CONNECT. ANALYZE. AUTOMATE.
14
14
Connect Analyze Automate

15. RETENTION AUTOMATION PLATFORM
15
Your Windsor Circle account
provides unprecedented
retail insights
Repeat Buyers have 4.8x the lifetime value
of one-time customers. Track your path to
customer loyalty & retention.
Powerful segmentation tools help you
leverage data to send the right message
to the right customer at the right time.

16. WELCOME NEW SHOPPERS
(& SUBSCRIBERS)
Retention Automation Holiday Campaign #1

17. NEW SUBSCRIBER WELCOME
EMAILS
Welcome new
subscribers:
• Explain brand value
• Set expectations
• Recommend
products
17

18. WELCOME EMAILS
We bought green pants, we got a
welcome email from the CEO

19. AUTOMATING WELCOME SERIES
19

20. HOLIDAY WELCOME EMAIL
VARIATIONS
New Subscriber
• Welcome to brand, set expectations, suggest gifts
New 1 time Shopper, never been a Subscriber
• Include opt-in to email list in check-out
• Thank you for purchase, welcome to our brand
Existing Subscriber converting to 1 time Shopper
• Welcome to our merry band of customers!
• Trigger new customer welcome series
For all Holiday Shoppers:
• Is this a gift for you or someone else?
– If for someone else, trigger a “Treat yourself” email

21. THANK YOUR CUSTOMERS
Retention Automation Holiday Campaign #2

23. POST-PURCHASE
THANK YOU EMAILS
Criquet Shirts, a Windsor
Circle client, runs post-
purchase emails to drive
2nd purchases based on
Latency.
Results: Over 50% of
recipients open the email;
18% click and just under
2% convert.
One simple, automated
email helps turn one-time
and lapsing customers into
repeat buyers.
Read more on our blog.

24. POST PURCHASE THANK YOU
SERIES #1
29.2 %
Higher Open
Rates Than
List Average
24

25. OFFERS, CONTESTS, AND SURVEYS
TO GET EMAILS
Windsor Circle client
Annemarie Gianni Skin Care
uses on-site “smart offers”
based on click-behavior to
offer a free Sample Kit.
This is followed by 7
automated emails, which get:
• 51% avg. Open Rates
• 13% avg. Click Rate
• 5% Conversion Rates (of
total recipients, or 37% of
Clicks!)

26. TRIGGERED EMAILS DRIVE RESULTS
Subject Line
Days After
Sample Kit Open Click Offer
Here’s What Others Have to Say About
Annmarie, Plus Keep Up To Date on Specials
4 60.1% 18.4% 10% off coupon
How to Use Your Samples (Plus, What Products
Should I Use for My Skin Type?)
11 67.2% 19.4% 10% off coupon reminder
Stop Stripping Your Skin's Natural Oils with Soap! 18 49.7% 10.3% 10% off coupon reminder
Did You Know: Some Lotions Can Clog Your
Pores?
27 44.5% 11.4% 10% off coupon reminder
A Skin Care Routine to Keep You Looking Young
and Beautiful
37 44.8% 7.8% 10% off coupon reminder
Last Chance to Use Your Coupon! 50 45.8% 14.1%
10% off coupon last
chance!
We Haven't Seen You In a While... 180 32.1% 8.5% 20% off coupon and survey
26

27. EMAILS TO FIRST-TIME HOLIDAY
SHOPPERS
Segmented email to this year’s new holiday
shoppers based on purchase data
• First order after 10/1/13
• First order before 12/31/13
• Total # orders (WC_Frequency_Actual) = 1
27

28. AMAZE YOUR BEST CUSTOMERS
Retention Automation Holiday Campaign #3

29. 29

30. BEST CUSTOMERS
30
14.2%
Higher Open
RatesThan
List Average

31. 31
YOUR BEST CUSTOMERS WILL
SHOP EARLY

32. HELP YOUR CUSTOMERS ENJOY
MORE
Retention Automation Holiday Campaign #4

33. EMAILS TO LAST YEAR’S HOLIDAY
SHOPPERS
33

34. 34
Product Behavioral
PRODUCT & BEHAVIORAL DATA

35. Confidential
Purchase Data
Purchase Data

36. Confidential
RFM Analysis:
Ranks
RFM Analysis:
Actuals
Behavioral Data

37. Recommendations:
“Hot Combo”
Recommendations:
“Related Items”
Product Recommendations

38. BRAND & CATEGORY
RECOMMENDATIONS
Selling based on brand or
category affinity is an
excellent path for success
38

39. HOT COMBOS & CROSS SELLS
Automated “Hot Combo”
product recommendation
based on past products
purchased.
• Open Rate: 76%
• Click Rate: 24%
39

40. HOT COMBOS & CROSS SELLS
40

41. PRODUCT RECOMMENDATION
Windsor Circle client Golfetail’s
Segmented Sends Relative to
Daily Email Offers:
Open Rate: 256%
Click Rate: 283%
Conversions: 169%

42. CONSISTENT THEME THAT
SUPPORTS EMAIL VOLUME
42

43. SAVE YOUR CHURNING
CUSTOMERS
Retention Automation Holiday Campaign #5

44. 44

45. SAVE YOUR CHURNING
CUSTOMERS
45
16.2 %
Higher Open
RatesThan
List Average

46. WIN BACK
CAMPAIGNS

47. WIN BACK CAMPAIGNS
47

48. WIN BACK CAMPAIGN RULES
Churning Best Customer Segment

49. CHURNING BEST CUSTOMER
WIN BACK CAMPAIGNS
Send 3-part Win-Back with:
• 30% off + free shipping
• Fee gift w/ next purchase
• Brand promise, thanks from CEO, “You’re the best”
• Early access to products

50. WIN BACK CAMPAIGN RULES
Churning Best Customer
Segment
• RFM Score of 411, or…
• Last_Purchase_Date > 84
days before today
• Lifetime_Value > $300
Send 3-part Win-Back with
30% off + free shipping
Or, no discount but brand
promise from CEO
Other Churning
Customers
• Last_Purchase_Date > 104
days before today
• First_Purchase_Date < 365
days before today
• Lifetime_Value > $50 but
< $300
Send 3-part Win-Back with
10% off

51. 51
SUBMIT YOUR QUESTIONS
Have questions?

52. 52
BUT MARKETERS CAN STAY
AGILE
Code Freeze Impacts Marketers

53. FREEZING THE SITE…
Code Freeze is an important part of ensure
the best technical user experience during your
highest volume season.
53

54. … DOESN’T MEAN FREEZING
MARKETING
But, marketers still need to remain agile and
active with digital marketing technology.
And tag management solutions enable this!
54

55. DEFINITION
55
A tag is any snippet of code
that allows you to integrate
third-party services into your
digital platforms
An Image Tag • An I-Frame Tag • A JavaScript Code Block
TYPICAL TAG EXAMPLES

56. HOW DID WE GET HERE?
56

57. HOW DID WE GET HERE?
57
A/B Testing
Ad Networks
Affiliate Marketing
Analytics
Chat
Email Marketing
Lead NurturingMarketing Automation
Personalization
Search Engine Marketing
Visitor Remarketing
Visitor Retargeting
Banner AdsSocial Marketing
Voice of Customer

58. THE TAGGING PROCESS
58
DIGITAL MARKETER
DIGITAL ANALYST
BUSINESS STAKEHOLDER
Request
PRODUCT
MANAGER DEVELOPER QA TESTER SYS ADMIN
Schedule Submit Test Launch

59. TAG PROLIFERATION
59
Understanding Tag Management
Tools & Technology
Forrester Research, 2012

60. SOLUTION: UNIVERSAL TAG
60
A/B Testing
Ad Networks
Affiliate Marketing
Analytics
Banner Advertising
Chat
Email Marketing
Lead Nurturing
Marketing Automation
Personalization
Search Engine Marketing
Social Media Marketing
Visitor Remarketing
Visitor Retargeting
Visualization Platforms
Voice of Customer

61. YOUR GIFT DURING THE
“FREEZE”
61
A tag management solution allows the
marketers to add in new tags, pixels, etc.
without impacting the site or IT
• Add new technologies
• Make changes and add new data sources
• Avoid outages, issues and latency
• Get full access to your data
• Improve site speed

62. #1: ADD NEW TECHNOLOGIES
62
A tag management solution allows the marketers to
add in new tags, pixels, etc. without impacting the
site or IT
• Add affiliate network
• Conversion pixels
• Retargeting vendor
• Any digital marketing technology
70% of marketers who use tag management
solutions implement new solutions within 1 business
day.
- Econsultancy Survey

63. #2: ADD NEW DATA SOURCES
63
Tealium allows marketer to collect new data that‟s
already within reach:
• From the URLs
• From first-party cookies
• From page meta data
• From JavaScript variables
What If…
A campaign goes live with a typo in the URL:
campagnID= instead of campaignID=

64. #3: AVOID OUTAGES
64
Faulty ad pixel caused web site performance
issues across Deckers‟ e-commerce network
on Cyber Monday.
Using Tealium, Deckers was able to instantly
shut off faulty tag on Ugg.com – the only site
that had deployed Tealium at that point –
with click of a mouse.
Deckers was able to retain 100% of their
orders for the day. “Tealium paid for itself in
one day.”
- Nick Smotek, Deckers

65. #4: FULL DATA ACCESS
65
Since Tealium / TMS sits across all your
sites and mobile apps, it allows you an
eagle-eye view of your data
Code-free, full data set collection provides:
• Deeper analysis of business questions
• Auditing capabilities
Work with the data in your existing
infrastructure or visualize / analysis in
Splunk.

66. #5: IMPROVE SITE SPEED
66
Because TMS lets
you load technologies
only when and where
you need them,
marketers see
improvements in site
speed.
Better site
performance =
better user
experience = higher
conversions.

67. ABOUT TEALIUM
67
• Proven, digital marketing-savvy management team
that has worked together before
– CEO has taken two companies public
• Most capital raised ($27M) via Battery
Ventures, Tenaya, Presidio Ventures
– Omniture, BazaarVoice, Marketo, ExactTarget
• Over 130 employees
• Largest and most agile development team (30+)
• Largest education team
• Fanatical about customer success
RECOGNIZED AS THE
GLOBAL MARKET
LEADER
TM Buyer’s Guide,
Econsultancy, 2012
RECOGNIZED AS „HIGHLY
INNOVATIVE‟ VENDOR
Understanding Tag Management
Tools and Technology
Forrester Research, 2012
WINNER, NORTH
AMERICA 100
Red Herring Tech
May, 2013

68. COMMUNITY OF MARKETERS
68
• Large and highly engaged user base: 5,000+ users
• Most comprehensive customer education and
training initiatives
– Digital Velocity
– Tag Management University (TMU)
– Tealium Learning Community
• Largest and fastest growing partner eco-system
• Strategic technology integration partnerships with
major data and e-commerce vendors

69. WHO USES TEALIUM
69

70. THE NUMBERS
70
49%
9x 100%
30
200
Increase in page load speed
through checkout using Tealium
IT savings ROI by using Tealium Orders saved during vendor
outages on Cyber Monday
Minutes spent to
implement Adobe SiteCatalyst
TAGS
MIN

71. 71
IT’S TIME FOR QUESTIONS!
Thank You…

72. CONTACTTEALIUM
Adam Corey
Director, Business Development
Tealium
adam.corey@tealium.com
(888) 622-2050
www.tealium.com
@tealium
HQ: San Diego, CA
Offices in UK, Germany

73. AFTER THE CALL
73
• You’ll receive a copy of the
eConsultancy eBook
• Learn more about Tealium or see a
demonstration at
http://tealium.com/exacttarget

74. CONTACT WINDSOR CIRCLE
Andrew Pearson
VP of Marketing
Windsor Circle, Inc.
Andrew.pearson@windsorcircle.com
@arjpearson
Windsor Circle, Inc.
111 E Chapel Hill Street
Durham, NC 27701
(919) 822-2009
www.windsorcircle.com
@windsorcircle

75. 9 PILLARS OF RETENTION
MARKETING AUTOMATION
Webinar, Oct 3rd, 1pm
http://www.windsorcircle.com/resources/webinars